Hondao modified those neglected seniors’ homes into “Lonesome Hotel”, and turned their daily real-life dilemma stories into special services. People can make reservation and are in for the lonlieness and helpless experience, such as “bathing water that can only heated by sun”, “two tissue paper per day”, “reheated meals”, “non-working TV”. And most importantly there’s no phone, no visitors, no going out, no contact allowed.... to make sure you can be isolated for all day .. Every “service” and “regulation” comes from the real daily stories of those neglected seniors. In addition to the description in the hotel, guests can also learn more stories through QRcode in the room.
The hotel officially opened with teaser video, introduce video, series posters, DM, outdoor, website, banner ads…. etc ,and even participated in the Taiwan international travel fair and became the highlight. The famous celebrity, Ella Chen, Even volunteered to be hotel’s butler.
“Lonesome Hotel”also listed on the famous hotel booking platform in Taiwan, where you can see the introduction of the hotel and " the loneliness services". When a customer makes a reservation, the payments became donations.
This professional campaign titled 'Lonesome Hotel' was published in Taiwan in November, 2020. It was created for the brand: HonDao Senior Citizens Welfare Foundation, by ad agencies: AnyWay Creative and Inspire Activation. This Direct, Experiential, and Integrated media campaign is related to the Other and Public Interest, NGO industries and contains 2 media assets. It was submitted 6 months ago.
Advertising Agency: Inspire Activation,Taipei City, Taiwan x AnyWay Creative
Creative Director: ChunWei Hou / Jarvis Hsieh
Copywriter: Rae Ho
Art Director: Michelle Huang / Carel Chen
General Manager: Vivien Chang / Aaron Chen
Leader Account Executive：May Wu
Account Executive：Joanna Liou